Virtual
Signs Make an Appearance during NHL Playoff Games on MSG Network, Netting
Significant TV Time for Brands
ANN ARBOR,
MI, April 30, 2009 – Talked about for years, virtual advertising has
finally made its way into the National Hockey League, albeit only during a few
select regional telecasts last week. The
branding results were impressive, as sponsors averaged nearly 20 minutes of
quality on-screen time per game from the high-tech broadcast enhancement.
According
to research conducted by Joyce Julius & Associates, Inc., which specializes
in measuring the scope of sponsorships across all forms of media, superimposed
Subway logos, located on the glass areas behind each goal and at center ice,
appeared clear and in-focus for five minutes, 37 seconds (5:37) during the third
period of MSG Network’s Game Three telecast last week of the NHL Playoff
series between the New York Rangers and Washington Capitals from New York’s
Madison Square Garden. Two nights
later during Game Four, the Subway logos again enjoyed virtual placement during
the third period, and were monitored for 7:16.
When
comparing the in-broadcast exposure to the estimated cost of a commercial during
each respective telecast, and applying Joyce Julius Recognition Grading
(RG)—which takes into account such factors as size and placement of the image
on screen, as well as brand clutter—the Subway virtual signage garnered a
two-game, two-period exposure value of $71,500.
Not
only do the superimposed logos behind each goal garner a tremendous amount of
on-screen time during game action, but the favorable size and screen position of
the logos also enhances the Recognition Grade of the television exposure
compared to traditional board signs. While
the typical permanent branded sign occupies 0.8% of the screen, the larger
virtual signs, located on the glass above the board signs, generally filled 2.2%
of the screen.
MSG Network first tested the virtual ads at the end of the regular season with the Subway logo, and then added logos for New York Life and Cablevision for the playoff games. The virtual signage technology was supplied by Princeton Video Image, which also has provided real-time video insertion to Major League Baseball and the National Football League.
Subway:
MSG Network April
20, 2009 (3rd
Period)
Location
Exposure Time
RG Value
Behind
Goals (Glass)
4:56
$27,380
Center Ice (Glass) 0:41 3,790
Period
Total:
5:37
$31,170
Subway:
MSG Network April
22, 2009 (3rd
Period)
Behind
Goals (Glass)
4:25
$24,510
Center
Ice (Glass)
2:51
15,815
Period
Total:
7:16
$40,325
About
Joyce Julius & Associates, Inc.:
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